18 March 2014 - 7:01am | posted by | 0 comments

18-39 year olds “more forgiving towards brands” says new report

18-39 year olds “more forgiving towards brands” says new report18-39 year olds “more forgiving towards brands” says new report

18-39 year olds are more forgiving towards brands than older generations, despite being the hardest hit by the austerity agenda, a survey by JWT has found.

The Austerity Index, a quarterly research survey that analyses the impact of economic adversity on UK consumers and markets, found that the so called “resilients” are also more proactive and entrepreneurial when it comes to their finances, being 20 per cent more likely than other age groups to buy items to resell for profit.

800 UK adults were surveyed in December 2013 as part of the research.

Tracey Follows, chief strategy officer at JWT London says: “Naturally some of the ‘resilients’ can-do approach could be down to their youthful optimism but they may also derive some buoyancy from their sense of connectedness.

“This generation has grown up witnessing and harnessing the power of social networks, so they have greater faith in themselves and communities to have influence and to drive change.”

The research also found that 18-39 year olds austerity index measure is 248 – 22 points below average, indicating that their assessment of the impact of austerity on their lives is less severe than most, despite experiencing higher unemployment and negative earnings growth.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Sports Bra Award Win

19/12/2014
Our super-star lingerie client, Wacoal Eveden, is...

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...